Friday 20 September 2019, Edinburgh

If a picture can paint a thousand words, imagine what a video can do. By 2021 most of the traffic online (80%) will be video, so if you’re not already creating video content for your business the chances are you will have thought about. What will make your content work? A good story.

The session was presented by Sarah Rodger, Marketing Manager at KPMG, and Ben Hole, founder of Main Media, an award-winning digital media production company that works with clients across the UK. During this masterclass the speakers explored how to create video content that achieves maximum impact with your audience. Video is so successful as a marketing tool because not only can it educate, inform and entertain, but it also creates an emotional response.

A checklist for video success:

• Start your planning with a clear call to action.
• Understand your brand guidelines for videos.
• Diversity and risk checks.
• Front-end the video with the best bit.
• Don’t date your content.
• Keep it short - until your audience is bought in.
• Design for sound off.
• Include closed captions/subtitles.
• Be visually and narratively creative.
• Make it professional.
• Don’t skimp on audio.
• Version for platform and use native upload.
• Always plan for reversioning.
• Don’t forget supporting copy.
• Think about how you will share videos with colleagues.

Written by Sarah Rodger, KPMG